Platform Integration Macros

Last updated : 29.12.2023

A macro is a pattern which allows Adtelligent to pass a specific parameter in an ad request to your buyer in a relevant placeholder of an ad tag.

 

When Adtelligent sends a request to your buyer, all macros placeholders are being replaced with actual values for each parameter. Based on these parameters your buyer will evaluate this ad request and make a decision whether to show this user an ad.

Please make sure you choose a corresponding macro from the list and all macros you use match to those of your buyer’s ad tag in order to meet your buyer’s requirements. Unless you insert all necessary parameters, Adtelligent won’t be able to pass macros values to your buyer.

Some categories are marked as Required, that means something
NameTag/oRTB
parameter
Tag macros CategoryDescription
User data
IP Address&uip=
device.ip
{uip}General

Required
The IP address of the device that requested
the playback of your content.

Example: 127.0.0.1
Device User Agent&ua=
device.ua
{ua}General

Required
User agent string.

Example:
Mozilla%2F5.0+%28iPhone%3B+U%3B+
CPU+like+Mac+OS+X%3B+en%
29+AppleWebKit
%2F420%2B+28KHTML%2C+
like+Gecko%29+Version%2F3.0+
Mobile%2F1A543+Safari%2F419.3
“Do Not Track” flag&dnt=
device.dnt
{dnt}Mobile“Do Not Track” flag as set in the header by
the browser, where 0 = tracking is
unrestricted, 1 = do not track.

Example: dnt=1
‘Limit Ad Tracking” flag&lmt=
device.lmt
{lmt}MobileSignal commercially endorsed (e.g., iOS,
Android), where 0 = tracking is unrestricted,
1 = tracking must be limited per commercial guidelines.

Example: lmt=0
User ID&uid=
user.id
{uid}GeneralExchange specific ID for the user.

Example: uid=sdf543sdt5nu
Subid&subid={subid}XMLA string of alphanumeric characters generated by the publisher, which records a user-defined initial source of the traffic.

Example: subid=23yj234
Subscription Days&subscription_days={subscription_days}XMLDays from subscription. System will pass either value from ‘subscription_days’ parameter or calculate the number of days from subscription date.

Example: subscription_days=10
Subribtion timestamp&subscription_timestamp={subscription_ timestamp}XMLTimestamp of the subscription.

Example: subscription_timestamp=1565958944
Subscription Date&subscription_date={subscription_date}XMLDate when user subscribed to push notification.

Example: subscription_date=2022-01-22
Language&lang=
device.language
{lang}GeneralUser browser language.

Example: lang=en
Device data
Device Category&device_category={device_category}GeneralThe category of the device (Smartphone, Tablet, PC etc.) 1 – PC, 2 – Smartphone, 3 – Tablet, 4 – Smart TV, 5 – Top Box (Apple TV etc.)

Example: device_category=4
Device Model&device_model=
device.model
{device_model}GeneralThe device model name.

Example: device_model= iPhone 3.1
Device Manufacture&device_make=
device.make
{device_make}GeneralThe name of the device manufacturer.

Example: device_make=Apple
Device Operating System&device_os=
device.os
{device_os}GeneralThe mobile operating system.

Example: device_os=Android
Device Operating System
Version
&device_osv=
device.osv
{device_osv}GeneralThe version of the mobile OS.

Example: device_osv=6.1
Network Carrier&device_isp=
device.carrier
{device_isp}GeneralThe name of the mobile carrier identifier.

Example: device_isp=AT&T
Device Connection Type&device_connection=
device.connectiontype
{device_ connection}GeneralThe device’s connection type.

Example: device_connection=1
App Category&app_category=
app.cat
{app_category}GeneralComma-separated list of categories.

Example: app_category=IAB5
IFA Type&ifa_type
device.ext.ifa_type
{ifa_type}GeneralSource of the IFA: whether that is device-generated or whether it is a publisher provided IFA, or a temporary/session IFA.

Example: ifa_type=idfa
Atts&atts=atts
device.ext.atts
{atts}GeneralIf the IDFA is not available (iOS Only). An integer value passed to represent the app’s app tracking authorization status, where
0=not determined; 1= estricted; 2=denied; 3=authorized.

Example: atts=3
Site data
Site URL&site_url=
site.domain
{site_url}GeneralThe unique domain of the request.

Example: site_url=mypage.foo.com
Site Category&site_category=
site.cat
{site_category}GeneralIAB Category ID of the site content.

Example: site_category=IAB20-7
Referring page URL&site_ref=
site.ref
{site_ref}GeneralThe referring page url of the ad (URL encoded).

Example: site_ref=zoo.com
Site full URL&site_full_url=
site.domain
{site_full_url}General

Required
Ad data
Ad Duration&ad_duration={ad_duration}PlayerDuration of the video ad in seconds.

Example: ad_duration=6
Min Duration&min_duration={min_duration}PlayerMinimum video ad duration in seconds.

Example: min_duration=5
Max Duration&max_duration={max_duration)PlayerMaximum video ad duration in seconds.

Example: max_duration=30
Ad Player Width&width=
video.w
{width}Player

Required
The ad video player width.

Example: width=300
Ad Player Height&height=
video.h
{height}Player

Required
The ad video player height.

Example: height=250
Cachebuster&cb={cb}General

Required
Unique piece of code that prevents a browser from reusing an ad it has already seen and cached.

Example: cb=1643636974113
Video Duration&video_duration={video_duration}PlayerThe duration of the main video content in seconds.

Example: video_duration=40
Video Description&video_description={video_description}PlayerThe description of the video where the ad will appear.

Example: video_description=beauty care
Video URL&video_url={video_url}MediaThe website location of the video.

Example: video_url=cdn.foo.com/video.mp4
Video Title&video_title={video_title}MediaThe title of the video where the ad will be served.

Example: video_title=natural cosmetics
Video Autoplay&autoplay={autoplay}PlayerDefines whether the video is set to play automatically. 0 = Autoplay disabled; 1 = Autoplay enabled.

Example: autoplay=1
Muted&mute={mute}PlayerIndicates if video player is set to begin playing with the sound on or off. 0 = Sound is on; 1 = Sound is off.

Example: mute=0
Video ID&video_id={video_id}MediaThe unique internal ID of the video content.

Example: video_id=194857
Video position&ad_position={ad_position}PlayerThe position in seconds during the video when the ad expected to be served. Any number of seconds or the URL-encoded value for 100% (100%25). Preroll (Game start): ad_position=0; Midroll (During gameplay): ad_position=5 (or any value>0); Postroll (Game over): ad_position=100%.

Example: ad_position=0
Outputn/a{output}Playern/a
Creative Formatn/a{creative_format}Playern/a
Playback Method&playback_method=
imp.playbackmethod
{playback_method}PlayerMethod used to playback an ad.

Example: playbackmethod=2
VAST Version&vast_version={vast_version}General/VASTDefines version of the VAST.

Example: vast_version=2
Skippability&skippability={skippability}PlayerDefines if the player supports skippable ads or not.

Example: skippability=1
Delivery&delivery=
video.delivery or audio.delivery
{delivery}PlayerVarious options for the delivery of video or audio content.

Example: delivery=streaming
Audio feed&audio_feed=
audio.feed
{audio_feed}PlayerType of audio feed.

Example: audio_feed=3
Nvol&nvol=
audio.nvol
{nvol}PlayerVolume normalization mode.

Example: nvol=1
App data
App name&app_name=
app.name
{app_name}Mobile/CTV

Required
The name of the application.

Example: app_name=BaconReader
App bundle&app_bundle=
app.bundle
{app_bundle}Mobile/CTV

Required
The app’s bundle identifier.

Example: app_bundle=com.cleanmaster.security
App version&app_version=
app.ver
{app_version}Mobile/CTVThe app’s version number.

Example: app_version=1.6
App store URL&app_store_url=
app.storeurl
{app_store_url}Mobile/CTV

Required
The store URL of the App.

Example: &app_store_url=itunes.apple.com/us/app/cute-icon-wallpaper-dressup/id533055738?mt=8
App domain&app_domain=
app.domain
{app_domain}Mobile/CTVWebpage related to the app.

Example: app_domain=cute-icon-wallpaper.app
App ID&app_id=
app.id
{app_id}Mobile/CTVExchange-specific app ID.

Example: app_id=7373716
Policyapp.privacypolicy{policy}Mobile/CTVIndicates if the site has a privacy policy, where 0 = no, 1 = yes.

Example: policy=1
User’s date of birth&user_yob=
user.yob
{user_yob}UserYear of birth as a 4-digit integerю

Example: user_yob=1998
User’s gender&user_gender=
user.gender
{user_gender}UserGender, where “M” = male, “F” = female, “O” = known to be other (i.e., omitted is unknown).

Example: user_gender=O
IDFA for iOS devices&idfa=
device.ifa
{idfa}

{device_id}

Device

Required
Identifier for Advertising (IDFA) for iOS devices.

Example: idfa= 6D92078A-8246-4BA4-AE5B-76104861E7DC
IDFA for iOS devices(MD5)&idfa_md5=
device.didmd5
{idfa_md5}DeviceIdentifier for Advertising (IDFA) for
iOS devices in Message Digest algorithm 5.

Example: idfa_md5=1BC29B36
F623BA82AAF6724FD3B16718
IDFA for iOS devices(SHA1)&idfa_sha1=
device.didsha1
{idfa_sha1}DeviceIdentifier for Advertising (IDFA) for iOS devices (SHA1).

Example: idfa_sha1=9e32295f 8225803b b6d5fdfc c0674616 a4413c1b
IDFA for Android devices&adid=
device.ifa
{adid}

{device_id}

DeviceIdentifier for Advertising (IDFA) for Android devices.

Example: adid=96bd03b6-defc-4203-83d3-dc1c730801f7
IDFA for Android devices(MD5)&adid_md5=
device.dpidmd5
{adid_md5}DeviceIdentifier for Advertising (IDFA) for Android
devices in Message Digest algorithm 5.

Example: adid_md5=1BC29B36F62
3BA82AAF6724FD3B16718
IDFA for Android devices(SHA1)&adid_sha1=
device.dpidsha1
{adid_sha1}DeviceIdentifier for Advertising (IDFA) for Android devices in cryptography SHA-1.

Example: adid_sha1= 9e32295f 8225803b b6d5fdfc c0674616 a4413c1b
Geo data
Geo latitude&geo_lat=
geo.lat
{geo_lat}GeneralDefines GEO location – latitude

Example: geo_lat=18.54732
Geo longitude&geo_lon=
geo.lon
{geo_lon}GeneralDefines GEO location – longitude

Example: geo_lon=-72.38892
Country&geo_country=
geo.country
{geo_country}GeneralThe ISO 2 country code.

Example: geo_country=US
City&geo_city=
geo.city
{geo_city}GeneralDefines the city name.

Example: geo_city=Paris
Zip code&geo_zip=
geo.zip
{geo_zip}GeneralDefines the postal code.

Example: geo_zip=65062
DMA code&geo_dma={geo_dma}GeneralDefines the Designated Market Area code.

Example: geo_dma=501
Source data
Aid&aid={aid}GeneralIdentifies source ID within Adtelligent.

Example: aid=478241
Channel IDn/a{channelid}GeneralIdentifies publisher ID within Adtelligent.
Publisher ID&pub.id={publisherid}GeneralIdentifies publisher ID coming in pub.id.

Example: asd09iytrsevl
Sid&sid=
ext.sid
{sid}GeneralParameter which determines subsource of traffic.

Example: sid=12re098lkjh
Advertiser data
Advertiser IDn/a{advid}GeneralIdentifies Advertiser ID within Adtelligent.
Campaign ID&cmpId={cmpid}GeneralIdentifies campaign ID within Adtelligent.

Example: cmpId=589352
Privacy data
GDPR&gdpr=
regs.gdpr
{gdpr}GDPRDefine user consent. GDPR=0 – does not apply, GDPR=1 – applies.

Example: gdpr=0
GDPR consent&gdpr_consent=
user.consent
{gdpr_consent}GDPRRepresents URL-safe base64-encoded GDPR
consent string. Required if gdpr=1.


Example: gdpr_consent=CPerMsAPerMsAADABBENC
dCsAP_AAH_AAAAAHuIB4C5MQCBB
MGB8AMsUAAAUwAAAACAACAABAAAAAA
IAIAwAFAAgAAAAAAAAABAg
AAYAAAAAAAgAAAAA
AAAAAQAAAAAAAAAAAAIAAAAAAgAA
AAAAAAAAAAAAAAAAAA
QAgABAYAYAAAAAA
AEAAAAAAAgAAAAAAAAA
AAAAQABA8yBWAAG
ABQAGgAVgAuADIAHIAPgBA
ACQAFoANAAdQA
9AD6AIgAiwBMAE2AJ4AoQ
BbAFyAMIAxABmAD
QAH4AQAAhABSgC3AGUAPEAf
sBBwEIAIsARgAk
oBZgC2wGAAYEA14B8gEgg
LoAXmAwSBhgGG
wMYAxkBpQDzAAA.d_gACAAAA47g
US privacy&us_privacy=
regs.us_privacy
{us_privacy}CCPAA mandatory string for all publishers in which they must pass the privacy consent for users from California.

Example: us_privacy=1—
Copps&coppa
regs.coppa
{coppa}COPPAFlag indicating if the bid request is subject to the COPPA regulations established by the USA FTC, where 0 indicates no, 1 indicates yes. This attribute is always passed when set to 1.

Example: coppa=1
GPP&gpp=
regs.ext.gpp
{gpp}GPPGlobal Privacy Policy String

Example: gpp=DBABM~CPXxRfAPXxRfAAfKABENB-CgAAAAAAAAAAYgAAAAAAAA
GPP Sid&gpp_sid=
regs.ext.gpp_sid
{gpp_sid}GPPGlobal Privacy Policy Section ID

Example: gpp_sid=2
Content data
Content ID&content_id=
content.id
{content_id}ContentID uniquely identifying the content.

Example: content_id=744a93ad763a2eaa7de84c9c
Content URL&content_url=
content.url
{content_url}ContentURL of the content, for buy-side
contextualization or review.

Example: content_url=
https://play.google.com/store/apps/details?
id=easy.sudoku.puzzle.solver.free
Content Series&content_series=
content.series
{content_series}ContentContent series.

Example: content_series=Top Million Dollar Agent
Content Language&content_lang=
content.language
{content_lang}ContentContent language using ISO-639-1-alpha-2.

Example: content_lang=uk
Content Season&content_season=
content.season
{content_season}ContentContent season.

Example: content_season=3
Content Rating&content_rating=
content.contentrating
{content_rating}ContentContent rating.

Example: content_rating=10
Content Livestream&content_livestream=
content.livestream
{content_livestream}Content0 = not live, 1 = content is live (e.g., stream, live blog).

Example: content_livestream=1
Content Producer Name&content_producer_name=
producer.name
{content_producer_name}ContentContent producer or originator name.

Example: content_producer_name=Warner Bros
Content Genre&content_genre=
content.genre
{content_genre}ContentGenre that best describes the content (e.g., rock, pop, etc).

Example: content_genre=Comedy
Content Episode&content_episode=
content.episode
{content_episode}ContentEpisode number
Content Title&content_title=
content.title
{content_title}ContentTitle of the specific content
Content Сategories&content_categories=
content.cat
{content_categories}ContentArray of IAB content categories that describe the content. The taxonomy to be used is defined by the cattax field. If no cattax field is supplied IAB Content Category Taxonomy 1.0 is assumed.

Example: content_categories=IAB1-5
Content Keywords&content_keywords=
content.keywords
{content_keywords}ContentComma separated list of keywords describing the content.

Example: content_keywords=keyword-a,keyword-b,keyword-c
Channel Name&channel_name=
content.channel
{channel_name}ContentDetails about the channel the content is on.

Example: channel_name=Comedy Central
Network Name&network_name=
content.network
{network_name}ContentDetails about the network the content is on.

Example: network_name=FuboTV
Production quality&production_quality=
content.prodq
{production_quality}ContentProduction quality.

Example: production_quality=2
QAG Media Rating&qagmediarating=
content.qagmediarating
{qagmediarating}ContentMedia rating per IQG guidelines.

Examples: qagmediarating=3
Ad Podding
Ad Pod duration&poddur={poddur}Ad PodDuration of the mediafile.

Example: poddur=60
Min Duration&minduration={minduration}Ad PodMinimum video ad duration in seconds.

Example: &minduration=0
Max Duration&maxduration={maxduration}Ad PodMaximum video ad duration in seconds.

Example: maxduration=60
Ad Pod Slots&ad_pod_slots={ad_pod_slots}Ad PodUsed to set the minimum and maximum number of ads in a pod.

Example: ad_pod_slots=1
Other
Supply chain&schain=
ext.schain
{schain}OtherSupplyChain object enables buyers to see
all parties who are selling
or reselling a given bid request.

Example: schain=1.0%2C0%21
adtelligent.com%2C123456%2C1
%2C772FB8E7CD8DBFB4%2C%2C%2C
Custom data
c1&c1={c1}CustomEmpty custom parameter
c2&c2={c2}CustomEmpty custom parameter
c3&c3={c3}CustomEmpty custom parameter
c4&c4={c4}CustomEmpty custom parameter
c5&c5={c5}CustomEmpty custom parameter